How Snowflake Unraveled Its ABM Chaos and Built Seamless, High‑Performing Experiences

The challenge

Snowflake’s account‑based marketing program had great ingredients but a messy structure. Content lived in separate silos—brand, industry, account, and people—while channels operated independently across inbound, outbound, sales, and prospecting. The result: marketers shoehorned brand pieces into sales sequences and forced industry assets into inbound flows, producing a fractured and confusing experience. That patchwork scaled poorly. Multiply the complexity across eight workflows, six verticals, 200 SDRs, and 400 AEs and the disorganization became a major barrier to consistent, effective ABM.

The hypothesis

Snowflake’s ABM team believed the fix wasn’t more content but better orchestration. They already had three critical strengths: Educative, persona‑specific content; Proven personalization tactics that lift conversions; Accurate lists of target accounts and prospects. Their hypothesis: channels should do more than distribute content. By curating and sequencing the right assets for each channel, Snowflake could create cohesive narratives and buyer experiences that prospects would actually engage with and enjoy.

The solution

Start with industry, then refine. Industry level: Snowflake began by serving industry‑specific content to visitors. For financial services visitors, the homepage surfaced an on‑demand webinar on data sharing—an immediately relevant asset. That single experiment produced a 24% lift in conversions. Outbound alignment: Outbound creative matched the industry persona with two simple but powerful touches—a headline that spoke to sector pain points and a hero image aligned to the industry. Simplicity proved potent: showing you understand a buyer’s goals and pains outperformed overengineered personalization. Account level: Rather than stop at inserting a company name, Snowflake layered tailored messaging from sales reps that called out why the content mattered for that specific account and what action to take next. They curated existing blogs, eBooks, and reports into account‑relevant blocks—like a Netflix homepage, not bespoke programming—so content felt curated, not manufactured. Person level: For outbound plays, Snowflake experimented with people‑centric pages supported by 1:1 ads and personalized mailers. They used names selectively and focused headlines and subheads on the recipient’s real pain points, taking care not to cross into “creepy” personalization. Event activation: For key opportunities like Summit, the team combined industry, account, and person tactics into hyper‑personalized event pages. Each page dynamically inserted company names, prefilled checkout with promo codes, and surfaced curated tracks by industry, account, and role. Every page included dozens of tailored elements, producing thousands of unique variants.

Execution and creative

LinkedIn ads were built to match the tailored landing pages so prospects experienced a seamless, relevant journey from ad to page. Creative and copy explicitly reflected the account insights—clinical-trial activity, therapeutic focus, and strategic priorities—making the message immediately applicable to each viewer.

Results

The joined‑up approach transformed Snowflake’s ABM: Industry targeting alone produced a 24% conversion increase. Pages with account‑level personalization drove substantially higher meeting rates. Hyper‑personalized event pages produced thousands of tailored variations, engaging hundreds of high‑value buyers.

Takeaway

ABM works best when content and channels are orchestrated into coherent buyer journeys. Start broad with industry relevance, layer account context, and use person‑level personalization judiciously. Curate existing assets instead of overproducing new ones, align creative to the channel, and you turn a tangled web of content into a purposeful, high‑performing experience.

Snowflake engineered a closed-loop engagement model that continuously optimizes account targeting and ROI. The result? An 80% surge in average customer value and 150% growth in sales-qualified pipeline.